We can’t avoid brands interfering in our daily newsfeed on social media. A ‘like’ here, a ‘like’ there and suddenly all kinds of brands have found their way to your personal social routines. Now your screen features discount offers, product information and purchase invitations to all sorts of products. In my opinion, that’s not what social media is all about. I miss the dialogue and a truly social behaviour by the brands. But what does it really mean to be “social”? For the brands, being “social” often focuses on one thing: More likes, more fans and ultimately a higher turnover.

But why? Why is it that brands expect to increase their ROI by entering the social media landscape? Because it’s a new channel they feel compelled to use? Or because they, in reality, want to make the brand truly sociable? Sociability creates bonds between people – and possibly between people and brands. But it doesn’t make you sociable just being in social media.